Millennial Media updates iOS and Android SDKs, lets devs sell campaigns to their own advertisers
'Client ads' joined by improved metrics on mmDev
An ad platform by trade, Millennial Media has made a name for itself using the data it accumulates to serve up a valuable monthly snapshot of the US smartphone market.
Upgrading the platform itself, however, is now the company's priority, with Millennial announcing a number of enhancements to its developer website and updates to its SDKs for iOS and Android to better cater for its clients.
For one, a new 'client ads' feature has been brought on board, which will allow developer to sell campaigns to their own advertisers while using Millennial's technology to run those ad campaigns in their applications.
It's a similar approach to that adopted by Chartboost, which essentially lets developers organise their own cross-promotion deals with other studios through the SDK.
It ads up"With new capabilities and solutions only available in this version of our SDKs, this is a great opportunity for developers to make even more money through advertising," said senior VP of global monetising solutions Matt Gillis.
"I strongly encourage developers to integrate now to prepare for holiday demand and improve user experience."
Metrics available on mmDev have also been improved, while developers can now place ads from leading brands in their apps, allocate impressions to other third party ad network partners and create ad campaigns to promote their apps
on their own inventory.
A full rundown of the new features can be found on Millennial's website.
